Verizon, of course, already knows this: its 100+ million mobile phone subscribers are watching a lot of it. Growth in smartphones with fast, 4G connections is driving “increased data and video usage,” the company said during its first-quarter earnings call (pdf) in April. Customers using its newer plans with shared data pools increased their data consumption by 54% year-over-year.

Video is driving this growth and will continue to do so, according to Cisco, which expects global mobile video traffic to grow to more than 17 exabytes—or million terabytes—per month by 2019, up about 10 times from 1.4 exabytes per month last year. (It’s worth noting that Cisco is hardly an unbiased observer: the company sells networking equipment to phone companies and stands to benefit from higher usage.)

The key to this is to develop these other ecosystems to create more monetization around customer usage, whether that’s premium subscription, pay-per-view, or advertising models. And that is really what we are concentrating on.